Direct Tech

Last month, DoubleClick, Microsoft and other direct marketers announced the 'Trusted Sender' program, designed to help sort legitimate e-mail marketing from spam.

RULES, SEALS TO DISSUADE SPAMMERS

Last month, DoubleClick, Microsoft and other direct marketers announced the ‘Trusted Sender’ program, designed to help sort legitimate e-mail marketing from spam.

The program entails a graphic, which includes an encrypted identifier and link that marketers can use to identify their messages. The companies involved say users will now be able to quickly report companies who are not responding.

In 2001, Internet users received an average of 1,466 unsolicited e-mails, a number that’s set to balloon to more than 3,800 per year by 2006, according to Proximity Canada of Vancouver.

In the meantime, the Direct Marketing Association of New York recently revised its e-mail guidelines to require DMA member companies to acquire permission or have an existing relationship before sending e-mail messages. All messages must also include the marketer’s identity, as well as clear unsubscribe instructions and a legitimate reply-to address. In Canada, the CMA has had this policy in place for some time.

CANWEST TESTS TRACKING AND ANALYSIS TOOL

Web analytic tool SuperStats Enterprise 7.0 is hoping to trigger change and improvements to Web sites worldwide by helping Web managers get a better handle on statistics and visitor interactions.

Developed by MyComputer.com of Orem, Utah, SuperStats generates real-time reports on what channels are the most popular, which advertisements are working, where site traffic is coming from and exactly how much traffic is getting to a particular Web site, among other things. In an effort to track and analyze the behaviour of its network’s more than 2 million unique visitors, Toronto-based CanWest Interactive, which operates the Canada.com network, recently employed the product.